The campaign introduces a stylised look to showcase the beer’s credentials to a well-heeled audience of male professionals. The TV spots tell the story of the beer’s history, showing how it is distilled and the bubbles created in the process. The campaign includes print ads and out-of-home activity on public buses and along highways.
Daniel Teo, general manager (commercial) for APB Singapore, said: “The objective of the new campaign was to extend Tiger Beer’s passion for brewing the greatest beer since 1932 and placing emphasis on the processes involved.”
On the execution, Teo said the brewer wanted to amplify awareness of Tiger Beer’s “internationalism”, placing emphasis on the standards and processes involved in brewing the beer. “Creatively, the ‘journey’ of brewing is showcased in a light-hearted and contemporary way,” he said.
Separately, APB has extended its longstanding relationship with football in the region by launching a television campaign on ESPN and StarHub’s Football Channel.
Targeting fans of the Barclays Premier League, the 15-second TV spots feature the beer’s iconic bottles having a kick-about with bottle caps and contesting a penalty shoot-out. “We’ve always strived to connect with our viewers by playing up Tiger’s association with football,” said Edmond Neo, APB general manager, group commercial. “This time, it was our intention to make Tiger an integral part of football and so the concept of Tiger delivering the moves and techniques of the game was conceived.”
The series will run throughout the Premiership season until May.
Saatchis Malaysia is the brewery’s agency-of-record for its regional communications across Singapore, Malaysia, Indochina and China, although the beer giant divides its communications activity by market using different agencies. In April last year, BBH resigned the Tiger Singapore creative business within four months of winning the business, allegedly because of creative tensions between the brewery’s local and regional teams.
In 2007, APB reported growth of 20 per cent and profits of US$96 million.
